Ultimately, success in retail can rely on Sensory merchandising. If items aren’t made to look appealing, passers-by won’t come instore, let alone make a purchase. These top tips will help you to rethink your store design, helping you, and your customers fall in love with your sensory merchandising.
Group products
Inspire your customers by grouping products together. This can be done by style, purpose, price, or colour. Draw customers in by creating eyecatching displays, clearly linking relevant products. An example of this would be to have mannequins wearing summer clothes, also displaying sunglasses, a beach bag and a sun hat. A display with a message or theme, such as summer, is much more effective with the use of product grouping.
Give customers a sign
Use signage to inform and excite customers. Tell them about promotions and new ranges in shop windows. Give signage instore to various sections, changing rooms and checkouts. Great signage is the silent salesperson; enticing and directing customers as they browse. It can also stop lost revenue through frustrated customers leaving your store when they can’t find what they came in for.
Keep it exciting
Regularly rotate displays, showcasing new stock and ranges to remain current. If your window display is identical every day for 6 months, people who pass by regularly are unlikely to suddenly be tempted to come instore. You also run the risk of being seen as outdated, for example, if you have a Christmas display after December, or have a window display with summer clothing when the weather turns cold. Tap into trends, seasons, promotions and holidays to reinvigorate your sensory merchandising.
Tap into the senses
As you would expect, sensory merchandising, quite literally… taps into the senses. Here’s how your sensory merchandising can appeal to your customers.
Sight – Make your store visually appealing. Make sure it’s well enough lit for products to be clearly visible, and use lighting techniques to emphasise specific displays.
Hearing – Make customers’ visits enjoyable with music suited to your target market and desired atmosphere. This can keep people instore longer and enhance their experience.
Touch – One of the main benefits of retail instore is that customers can feel products and see them in person. Place items in locations which are easy to reach, letting customers experience the textures.
Smell – The scent of a store can enhance enjoyment, and also create a lasting memory. Most of us will remember Lush for its sweet scent or bath bombs, which makes its way throughout shopping centres and high streets around the country. Don’t go too daring, but remember that a memorable and enjoyable scent can entice potential customers instore.
Taste – If you stock products which are edible, give samples. Simple things like this can encourage purchases, with a ‘try before you buy’ approach proving very popular.
Make it Instagrammable
Instagram has become a fantastic form of marketing when utilised correctly. Make your displays attractive and picture-worthy, or include hashtags, increasing the likelihood of people sharing pictures of your store with their followers. Not only is this a free form of marketing, but it will also attract potential customers instore and help you to reach a new, larger audience with attractive displays.
Impress with your sensory merchandising
Now it’s time to implement these ideas in your own store, using these suggestions as inspiration. Remember to regularly update your sensory merchandising to create an experience that excites customers and tempts them instore.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.
